Companies that want to make industry-wide connections may not have a better option than hosting a conference. These events are great ways to make contact with like-minded prospects, raise brand awareness and eventually generate more sales. Businesses that continue to put off such events may end up regretting it because there perhaps is not a better time to get in on the action.
Business 2 Community's Rob Murphy recently highlighted why trade shows are so valuable in the here and now. For one, these events are a representation of how a company's time can be used efficiently, allowing representatives from the firm to communicate with plenty of customers and prospects in a short period of time without traveling to different locations to do so.
Trade shows are also a cost-effective marketing tool, according to Murphy. Other campaigns struggle to deliver a clear return on investment, while trade events result in quantifiable results for sales, leads and contacts. Accomplishing this, however, requires the right employee communication and follow-up strategies to make sure data is analyzed after the show.
Organizations that are reducing their budgets may be in a tough position, because Murphy indicated that the demand for new products and services does not always come to a halt. As a result, companies are tasked with doing more with less, which is why a trade show is such an effective way to generate leads. Some prospects are perfectly fine with being contacted by phone, email or another social platform, but not all feel this way. Murphy cited a Center for Exhibit Research survey that found nearly two-thirds of trade show attendees believe face-to-face interactions are important when completing the purchase process.
Don't forget the research
Forbes contributor Patrick Hull explained that companies should not forget to do a little research before hosting a tradeshow, especially when it comes to the competition.
"I've spent a lot of time tracking competitors to see what shows they are attending. If it's something they're investing in, it's probably worthwhile for my company. Plus, you can conduct some intel on competitors at the show to see what they're doing," Hull wrote.
Hull also encouraged organizations to go over the attendee list with a fine-toothed comb. Before any tradeshow, he looks over this information, identifies anyone who is of interest to the company and invites these prospects to meetings or dinners. When communicating with such parties, it is imperative that firms show why they are different from the competition because it is likely that rivals have taken a similar approach in trying to get that person's business.
Customers may be able to discern a brand's message from visiting its website or viewing its social media accounts. However, actually conversing with the business at a trade show is a much more effective approach for companies that want to make a truly lasting impression on new audiences.